Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores

Yıl: 2019 Cilt: 10 Sayı: 4 Sayfa Aralığı: 959 - 972 Metin Dili: İngilizce DOI: 10.20409/berj.2019.213 İndeks Tarihi: 21-01-2020

Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores

Öz:
Although brand equity is a largely discussed concept in the marketingliterature, the studies have mainly been subjected the marketing activities as theantecedents of brand equity. After a vast literature review, it is seen that, consumerbased antecedents of brand equity are neglected at a certain level. This study aims tofill that gap and explores the effects of consumers’ religiosity and self-image congruityon the brand equity of grocery stores operating in an emerging economy. The universeof the study is determined as people above the age of 18 who do the most of theirgrocery shopping from one of the two retailers included in the scope of this study. Thedata were collected via a survey of 822 customers of two large grocery retailers inTurkey. The results show that both religiosity and self-image congruity have significanteffects on the dimensions of retailers’ brand equity except retailer awareness. Thisstudy contributes to the literature by enhancing the understanding regarding the effectsof consumer-based antecedents on retailer brand equity in emerging markets.
Anahtar Kelime:

Konular: İş İşletme İktisat İşletme Finans
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Arslan Y, SÜTÜTEMİZ N (2019). Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores. , 959 - 972. 10.20409/berj.2019.213
Chicago Arslan Yusuf,SÜTÜTEMİZ Nihal Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores. (2019): 959 - 972. 10.20409/berj.2019.213
MLA Arslan Yusuf,SÜTÜTEMİZ Nihal Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores. , 2019, ss.959 - 972. 10.20409/berj.2019.213
AMA Arslan Y,SÜTÜTEMİZ N Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores. . 2019; 959 - 972. 10.20409/berj.2019.213
Vancouver Arslan Y,SÜTÜTEMİZ N Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores. . 2019; 959 - 972. 10.20409/berj.2019.213
IEEE Arslan Y,SÜTÜTEMİZ N "Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores." , ss.959 - 972, 2019. 10.20409/berj.2019.213
ISNAD Arslan, Yusuf - SÜTÜTEMİZ, Nihal. "Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores". (2019), 959-972. https://doi.org/10.20409/berj.2019.213
APA Arslan Y, SÜTÜTEMİZ N (2019). Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores. Business and Economics Research Journal, 10(4), 959 - 972. 10.20409/berj.2019.213
Chicago Arslan Yusuf,SÜTÜTEMİZ Nihal Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores. Business and Economics Research Journal 10, no.4 (2019): 959 - 972. 10.20409/berj.2019.213
MLA Arslan Yusuf,SÜTÜTEMİZ Nihal Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores. Business and Economics Research Journal, vol.10, no.4, 2019, ss.959 - 972. 10.20409/berj.2019.213
AMA Arslan Y,SÜTÜTEMİZ N Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores. Business and Economics Research Journal. 2019; 10(4): 959 - 972. 10.20409/berj.2019.213
Vancouver Arslan Y,SÜTÜTEMİZ N Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores. Business and Economics Research Journal. 2019; 10(4): 959 - 972. 10.20409/berj.2019.213
IEEE Arslan Y,SÜTÜTEMİZ N "Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores." Business and Economics Research Journal, 10, ss.959 - 972, 2019. 10.20409/berj.2019.213
ISNAD Arslan, Yusuf - SÜTÜTEMİZ, Nihal. "Exploring the Effects of Self-Image Congruity and Religiosity on Brand Equity of Grocery Stores". Business and Economics Research Journal 10/4 (2019), 959-972. https://doi.org/10.20409/berj.2019.213